THE ORANGE UNDERGROUND
Cheetos arrived at Goodby in need of a drastic makeover. So we transformed the kid-friendly brand into an adult-centric snack, turning their fun-loving animated mascot into a creepy British puppet while simultaneously launching a mock-subversive movement called "The Orange Underground." Yeah, pretty standard stuff.
The campaign began with a TV spot that guided viewers to OrangeUnderground.com
Upon arriving at the site, users discovered a bizarre looping video that randomly changed every time they viewed it, along with instructions on how to join the organization and wreak havoc with Cheetos.
Not only did the campaign win numerous awards, but sales increased 11.3%, nearly double the target, and Google searches for Cheetos jumped 850% over the next year.
Below is a synopsis of the entire campaign.